Starting off with an iconic marshmallow rainbow, one of the "charms' in Lucky Charms cereal, and happy music, the commercial makes a series of pronouncements in title cards:

"Being different is not an issue, or a problem. It's lucky. Being unique and colorful and expressive and unapologetic are all very lucky things to be. So we raise our spoons to the lucky ones. To those living life on their terms and loving every single second of it."

Then it promotes its website LuckyTo.be and its Twitter hashtag (#LuckyToBe) followed by a rapid series of words: unique, proud, open, interesting, brave, strong, loved, loving, recognized, alive, amazing.